Wang Ruoye
When a ship goes out to sea, riding the wind but not breaking the waves, it means that it is about to start "paddling".
The biggest controversy before and after the start of "Riding the Wind 2023" is also fixed on whether this variety show is still strong enough. The changed variety show name, the conservative selection of public performances, some sisters who have collapsed, and the outdated production model are all shaking the original status of the "Sister Lang" IP. "Sister Lang", which has been running for four consecutive seasons, has gradually changed from a highly innovative milestone variety show to a regular variety show with comprehensive N generation common diseases.
The evaluation of "all kinds of shows" does not mean a complete denial, after all, being able to paddle all the time without capsizing is also a skill. Mango's former ace variety show "Happy Base Camp" has accompanied the audience for more than 20 years in the same form, and it is also the "Sister Lang" who is known as national entertainment, why can't it lie flat on the advantages and make the next "fast book"?
The audience has a demand
Liu Mei tearfully sprinkled Weibo, and when she told her mental journey of losing the "Sister Lang" audition again, it showed that this variety show is not only a comfort towel for the audience, but also a milk bottle for female artists.
At the beginning of 2019, some netizens in the Douban Goose group that existed at the time proposed, "The draft is so hot, why not find a group of sisters to draft into a group?" In October of the same year, the plan of "Sister Riding the Wind and Waves" appeared at the 2020 Mango TV Investment Resources Conference. In June 2020, the residual heat of "Youth with You 2" has not dissipated, "Creation Camp 2020" has entered a white-hot stage, and "Sister Riding the Wind and Waves" was airborne.
Although there was no official announcement or advance notice, after the first season of "Sister Riding the Wind and Waves" was broadcast, the number of Douban reviews reached 90,000, and the score was as high as 8.3 points. The 30+ female artists who have accumulated in their respective fields pretend to be players who have not been tested by the market, and re-evaluate their value by the rules of the girl group. The program group did not really operate in accordance with the way the women's group drafted, but weakened the sense of competition in the rules of the competition and showed more the beautiful characteristics of female artists.
The birth of such a pure netizen show is undoubtedly dancing on the excitement of netizens, and the characteristics of the all-female variety show and pure talent show format have not lived up to the suggestions of the Douban Goose Group, and also undertook the expectations of netizens.
At present, there are more and more all-female variety shows in the variety show market, and the broadcast "Women's Reasoning Society", "Beautiful Battle" and the upcoming "Travels of Hua Hua Xi" and "The Power of Unity" are all all-female variety show types, but the breadth of subdivided vertical categories such as reasoning and competition is no match for the draft competition. The market still lacks talent contest variety shows dominated by female artists, and the "Sister Lang" IP has preserved half of her life of glory and wealth by selecting women + drafts.
In addition to the audience temporarily inseparable from the "Sister Lang" variety show, many 30+ female artists waiting for employment also need a "Sister Lang" title that can help them take their careers to a higher level. Even if there are many variety shows with the topic of "re-employment" in recent years, the "Sister Lang" IP is still the first to eat crabs in this topic.
Zhang Yuqi, Jin Chen, Zhang Hanyun and other female artists have all upgraded their resources after participating in "Sister Riding the Wind and Waves". Zhang Yuqi has become an independent female spokesperson in the new era with her stupid beauty character; Jin Chen's beauty was amplified on the stage, and the business endorsement was soft; Zhang Hanyun's sweet personality reversed into female power, and "Sister Lang" starred in "Love is Delicious" and transformed perfectly.
Not to mention that Wang Xinling of "Riding the Wind and Waves" and Mei Yiliya of "Riding the Wind 2023" became popular on the whole network after the broadcast of the variety show, not only becoming the first fault in the variety show, but also becoming a hot topic figure on the whole network. Even the female artists who traveled in the round of "Sister Lang" were more or less supported by the dividends of "Sister Lang", and as long as they participated, they would definitely generate topics.
In a sense, the "Sister Lang" that female artists want to become popular is just like the "fast book" that must be on the promotion period of artists. The huge popularity of variety show IPs continues to feed back artists, and the stable audience cultivated by "Sister Lang" over the past four seasons is needed and desired by female artists.
Controversy has surprises
From the first season to the fourth season, the Douban scores of "Sister Lang" were 6.7 points, 5.2 points, 5.8 points and 6.4 points, respectively. The second and third seasons are generally inferior to the first season and the fourth season that is being broadcast, especially the second season has been rated as "pasty" by many netizens.
On the one hand, the highly faceted and personified selection of the second season led to the content being the same and not exciting enough, wanting to replicate the success of the first season, but being limited to a fixed framework and unable to break free. On the other hand, the values of the show in the second season went off, and female artists such as Cheng Lisa, Jin Qiaoqiao, Zuo Xiaoqing and other female artists talked about husbands and parenting in the show, deviating from the original intention of "She Variety Show" to show women's own strength.
After experiencing the explosion at the beginning of the first season and the high and low in the second season, the "Sister Lang" IP gradually explored a way to make a phenomenal variety show that speaks for women.
First of all, it gives more open choices in the selection of people, and does not put eggs in the same basket. The selection methods limited to fixed characters such as big sisters, sweet, and veteran singers have been eliminated, and more Hong Kong, Taiwan, and overseas female artists have been absorbed. Secondly, in the feature film and tidbits are downplayed the family life of the artist, try to create a "virtual workplace" in a purely female environment, and highlight the display of the female artist's own spiritual outlook.
It has to be mentioned that in 2022 "Riding the Wind and Waves", Wang Xinling woke up countless "Wang Xinling boys" with a song "Love You", so many people speculate that "Riding the Wind 2023" originally wanted to hold Xu Huaiyu, who is also a sweet relationship in Hong Kong and Taiwan, as the second Wang Xinling. Helplessly, Xu Huaiyu's laziness in training was pierced by Jia Jingwen, and a stage paddling shot was widely diffused and lost passers-by. On the contrary, the first stage of Mei Yi Liya's "Pure Land of Bliss" perfectly reproduced the first stage of Wang Xinling's "Love You", which caught "Sister Lang" by surprise.
After deep thinking, it is not difficult to find that the popularity of Mei Yili Bud also depends on the broadening of the selection ideas of "Sister Lang". It can be said that "Sister Lang" did not expect Mei Yi Li Bud's "Pure Land of Bliss" to detonate the whole network, but it cannot be said that "Sister Lang" did not expect that Mei Yi Li Bud's "Pure Land of Bliss" could have popularity.
After the public broadcast of "Riding the Wind 2023", the Weibo entertainment list was almost occupied by Xie Na, Mei Yi Liya, Xu Huaiyu, Jia Jingwen, Zhu Zhu and others. #Xu Huaiyu team paddling#, #Taiwan media said that Sister Lang 4 workplace bully Xu Huaiyu# and many other highly controversial topics have caused a lot of bloody storms.
Including #Lu Jingshan takes the baby to work after the wind 4 and #Lu Jingshan's first stage immediately after coaxing the baby#The two topics originally wanted to express the greatness of Lu Jingshan's comeback after giving birth and dedication and maternal love, but netizens' attention fell on social topics such as "ordinary people also go to work after maternity leave" and "why doesn't dad bring a baby", and the tone of discussion gradually became crooked.
At the same time, there are also many hot search topics focusing on stage quality, such as #Zhuzhu direct shooting#, #花海 Immortal Stage#. Among them, #Gong Linna I'm not a pink girl#In the topic, Gong Linna told Mei Yi Liya her childhood story. "I grew up feeling that pink didn't belong to me because everyone said I wasn't pretty. I just became red, a strong red. This is a powerful color. ”
This fragile but powerful sentence just hit the most intuitive value expression of the "Sister Lang" IP - "Women are full of power and color, and every woman can 'see the gaze of others as a ghost fire'." ”
Once upon a time, children who watched "fast books" were also said by parents that "madmen are acting, fools are watching". For audiences who like "Sister Lang", all controversial, social and positive and negative confrontations in the public opinion field are unexpected joys. The "unchanged" production mode of "Riding the Wind 2023" is more attractive in these unexpected surprises.
The pinnacle has a legacy
Another fundamental reason why we have always wanted to benchmark "Sister Lang" against "Fast Book" is that the feedback of "Sister Lang" in the capital market is of great significance to make up for "Fast Book".
In October 2021, after the suspension of "Happy Base Camp", some media called the board secretary office of Mango Super Media to inquire about the impact of the suspension of "Fast Ben" on Mango Super Media, although the board secretary office replied, "The revenue of Happy Base Camp is very limited to the company's overall revenue, and the company mainly uses Mango TV's self-made content." But in fact, Mango Media fell for three consecutive trading days after the official suspension of "Fast Ben", with a cumulative decline of 18.9%, and the closing price of 38.55 yuan repeatedly hit a new low in the year.
Looking back a year ago, after the first episode of the first season of "Sister Riding the Wind and Waves" was aired, Mango Supermedia's stock price continued to fluctuate and rise, and the stock price rose by 6.82%. On the day after the broadcast, the market value of Mango Super Media quickly stood at the 100 billion market value mark from 93.9 billion yuan, once reaching 120 billion, becoming the cultural media company with the highest value in the A stock market.
As well as in terms of revenue, before the "fast book" was stopped in 2021, Hunan Satellite TV relied on the high "fast book" ratings and created more than 50 million revenue by advertising operations. After "Fast Ben" stopped broadcasting, the 15 title merchants in the second season of "Sister Lang" set the highest investment amount for a single project in the first half of the year.
According to the financial report released by Mango Super Media in 2021, Mango TV's advertising business revenue was 3.142 billion yuan, a year-on-year increase of 74.75%. The sharp increase in advertising revenue is mainly due to the head IP "Sister Lang" constantly breaking investment records.
In terms of national popularity and influence, "Sister Lang" is currently unable to compete with the "fast book" at its peak, but fortunately the latter has been buried in the loess, and the former seems to be still in the prime of life.
Even the "Sister Lang" IP, which is limited to young female audiences, has led to an increasing male audience because of the emergence of Wang Xinling and Mei Yi Liya. Bone data shows that the male audience in the first season of "Sister Riding the Wind and Waves" accounted for 36.24%; 36.62% in the second quarter; It grew to 40.8% in the third quarter.
For Mango Supermedia, which is known for variety shows, being able to substitute a "fast book" is a fantastic good thing. The new variety show that relies too much on the N generation and insufficient production hinders the development and growth of Mango Super Media, and the stable and continuous mining of user value through the ace variety show is the key to solving the problem.
For "Sister Lang", whether it is the production team that has changed several times in the preparation of the program, or the unpredictable trend of public opinion during the broadcast of the program, the unstable impact of IP has not been resolved. To become the next "fast book", it is obvious that "Sister Lang" still lacks a group of strong sticky pillar audiences.
The variety content competition of the long video platform has reached a balance point in the past two years, and Youai Tengmang, which has its own strengths, and the new entrants Jitter and Hong are trying to break this balance through a variety show. And the "Sister Lang", which tends to be "fast", wants to become such a variety show in the future, and "paddling" in a stable and new place seems to be a wise move when there is no chance of victory at present.